Case studies are tried-and-true tools that businesses use to convince prospects to buy their products or services. When it comes to selling to tech-savvy customers in any industry, case studies have long been integral to providing potential customers with the information they need to make a purchase decision.
However, to effectively engage the most tech-savvy prospects, a case study must be designed and presented with the specific audience’s level of understanding and objectives in mind. Taking a nontraditional approach to creating case studies may help to capture the interest of tech-focused audiences. Here, members of Forbes Agency Council explore 10 original and effective ways to inform prospects about the technological benefits of a product or service and lead them toward conversion.
Forbes Agency Council members share original ideas for case studies that will convert tech-savvy prospects.
Photos courtesy of the individual members.
1. Let Your Customer Speak
Everyone is used to carefully worded case studies written by a marketer trying to sell the product or service. Flip it around and have a satisfied customer tell an authentic story in their own words. Have them speak in the same language that your new prospects do and proactively answer their anticipated questions. Capture that on video, and you’re sure to surprise prospects. – Jim Heininger, Dixon|James & Rebranding Experts
2. Make The Customer The Hero
Make the customer the hero of your case studies, not your company. When prospects read a case study, they view themselves in the role of your customer, not the agency. If you make the case study about yourself, not only will they fail to identify with the content, but they will also think that you are more concerned with your own success than that of your clients. – Scott Baradell, Idea Grove
3. Make Case Studies Available In A Variety Of Formats
Case studies are business-generation tools. I do not get to decide where my prospects are consuming content; they do. I therefore need to make a case study available in whatever format they choose to consume it. This means that my case study must be available in print, on YouTube, as a PDF or in any other format the people I want to reach are consuming. – Brook Shepard, Mason Interactive
MORE FOR YOU
Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
4. Use A Video Capture System To Highlight Your Case Study
I’ve been using Loom for a variety of show-and-tell kinds of conversations where an email or print piece can’t express the concepts or ideas sufficiently. I’d recommend using Loom or another video capture system to highlight your case study and actually walk prospects through a demo via video. – Jason Wilson, Strategy, LLC
5. Tell The Story Through Images Or Video With Voice-Over
Telling the story of a case study through a rotating carousel of images or video with voice-over would be an effective way to portray the success of the study and keep the tech-savvy consumer or prospective client engaged. – Jessica Hawthorne-Castro, Hawthorne LLC
6. Show The Results In A Video Format
When we build our case studies, we like to show the results in a video format. Think of it as a 15-second commercial. We then take this same piece of content and post it on Facebook, Instagram, Twitter and LinkedIn. Then, I will build remarketing audiences based on the video views. I like to make sure every piece of content is getting the maximum opportunity to drive conversions. – Jerry Kelly, Marketing 360®
7. Personalize Case Studies By Making Them Interactive
Marketing today is about personalization. Therefore, case studies—which are a natural extension of marketing—really need to be similarly tailored. By this I mean put the reader or viewer in charge of what they consume. Make the case studies interactive by allowing them to choose which aspects of the case study they see in whatever order they choose. Let them build it however they want to consume it. – Hamish Anderson, Three Piece Marketing
8. Use A Video Testimonial Created By A Client
Using a video testimonial created by a current or previous client could be an original idea for a nontraditional way to present a case study. Having them outline the benefits of your product or service firsthand is invaluable. While written case studies often aren’t very engaging, it’s easy to convey key points in a relatable way with video content. – Adrian Falk, Believe Advertising & PR
9. Supplement The Traditional Model With A Video
A video case study to accompany the traditional problem/solution model can be a great way to show off your clients’ product. This added visual element speaks much louder than static words and pictures and allows prospects to get a better idea of what the client does and how they achieve customer goals. The videos can then be shortened and repurposed for additional engaging social media content. – Michelle Abdow, Market Mentors, LLC
10. Integrate Forum-Like Functionality Into Case Studies
Combine case studies with forum-like functionality. That is, on case study pages, provide links to Discord channels, Slack communities and other conversational tools intended to enrich the reader experience. These tools will boost reader engagement and lead to better conversations with potential prospects. – Bobby Steinbach, MeanPug Digital
Go to Source
Author: Expert Panel®, Forbes Councils Member
